Shanghai Sketch,the most representative comic magazine of the 1920s and 1930s,provides abundant and diverse visual historical materials through its advertisements,rich with design connotations.This study examines the advertisements in Shanghai Sketch,aiming to analyze the evolution of their design characteristics and strategies and interpret their visual representations.The research reveals that"fracture,"heterogeneity,and symbiosis are fundamental features and orientations of the visual construction of advertisements in Shanghai Sketch.The"fracture"in advertisement forms manifests as a typical Westernized style,yet retains elements of inheritance and innovation.On a psychological level,this fracture transforms consumer choices into expressions of cultural and identity recognition,creating a design dichotomy between local and foreign advertisements.Furthermore,the advertisements exhibit distinct traits of blending and symbiosis,characterized by a rich inclusivity of visual elements.
关键词
《上海漫画》/民国广告/广告设计/视觉策略/视觉设计
Key words
Shanghai Sketch/Republican Era Advertising/Advertisement Design/Visual Strategies/Visual Design
维普
万方数据